eBusiness Weekly
Clemence Mutembo
From the time I formally learnt about branding during my marketing studies at university, I started loving the subject so much and I have never looked black.
Visual identity and behavioural identity are two important elements of a brand’s overall identity.
Visual identity refers to the look and feel of the brand from seen things like the logo, colours, fonts and other design elements.
This helps to create a consistent and recognisable presence across all touch-points from such things as the website to the physical store.
Behavioural identity on the other hand refers to the actions and behaviours that the brand demonstrates.
This includes the way it interacts with customers, how it responds to feedback and the overall personality it projects.
Together, these two elements help to create a cohesive and memorable brand experience.
Behavioural identity is closely connected to brand equity, which is the overall value of a brand in the eyes of consumers.
When a brand consistently demonstrates positive and consistent behaviours, it builds up its brand equity. Over time, this creates a strong emotional connection with consumers who are more likely to trust and recommend the brand.
As a result, behavioural identity can have a significant impact on a brand’s bottom line. It’s clear that behavioural identity is a crucial part of building a strong brand.
It it also important to note that customer experience can vary from continent to continent and even from country to country. This is due to a number of factors including cultural differences, economic conditions and business practices.
For example in some countries, it is common to provide a very personalised, face-to-face customer service experience while in other countries, a more efficient, standardised approach is preferred.
In addition, different regions may have different expectations for response times, communication channels and other aspects of customer service.
Therefore, it is important to understand the unique needs and preferences of customers in different regions when developing a customer experience strategy.
In countries with high inflation, companies may need to adjust their pricing strategies to ensure that their products and services remain affordable. Additionally, the economic environment can impact other factors that affect customer experience such as access to technology and infrastructure.
Inflation can have a direct and indirect impact on customer experience.
Directly, inflation can affect the price of products and services which can impact a customer’s ability to afford them and their overall satisfaction with the company.
Inflation can also affect a company’s ability to invest in improving customer experience as they may need to allocate more resources to other areas such as employee wages or product development.
Additionally, inflation can impact the overall economic environment, which can affect a customer’s overall mood and satisfaction.
For example, a recession may lead to increased anxiety and stress levels, which can impact the way a customer interacts with a company.
International trade can also have a major impact on customer experience both positively and negatively.
On the positive side, international trade can bring new products and services to a market, which can improve the overall customer experience.
It can also lead to increased competition, which can lead to companies improving their products and services to stay competitive.
Additionally, international trade can create jobs and increase economic development which can positively impact customer experience. On the negative side, international trade can lead to job losses and the offshoring of services which can negatively impact the customer experience.
Additionally, cultural differences can create challenges in understanding customer needs and expectations.
Politics can also have a major impact on customer experience both directly and indirectly.
Politicians can make decisions that directly affect a company’s ability to deliver a positive customer experience.
For example, regulations and laws can limit or expand a company’s ability to provide certain products or services. Tax policies can also impact the profitability of a company, which can affect the resources available to invest in improving customer experience.
Indirectly, political instability and unrest can create uncertainty and anxiety, which can negatively impact customer experience.
Additionally, government actions can impact the overall economic environment, which can also affect customer experience.
Customer experience in Zimbabwe has been steadily improving in recent years although there are still some challenges.
The governments can also take steps to improve the business environment including making it easier to start a business and increasing access to capital. These measures can lead to increased investment in the country which can create more opportunities for companies to deliver a positive customer experience.
Additionally, mobile technology and the internet should become more accessible, which improves the ability of companies to connect with their customers.
However, challenges such as electricity shortages, high inflation, and currency volatility still remain, which can negatively impact customer experience.
Currency volatility can have a significant impact on customer experience in Zimbabwe. The Zimbabwean dollar has experienced significant fluctuations in value in recent years, which can make it difficult for companies to price their products and services accurately. This can lead to frustration among customers who may feel like they are being overcharged or taken advantage of.
Additionally, when prices increase due to currency volatility, it can impact the purchasing power of customers, making it difficult for them to afford products and services.
In some cases, companies may not be able to honour price commitments made in the past due to changing exchange rates.
Technological factors can also have a major impact on customer experience. Technologies like smartphones, websites and social media platforms can all play a role in shaping how customers interact with companies.
For example, websites that are easy to navigate and mobile-friendly can create a positive customer experience, while those that are difficult to use or don’t work well on mobile devices can create a negative experience.
Additionally, companies that use technology to provide personalised recommendations or targeted advertising can create a more customised and positive customer experience.
On the other hand, if technology is used in a way that feels intrusive or invasive, it can negatively impact customer experience.
Training is also important for improving customer experience because it helps to ensure that employees have the knowledge and skills they need to provide excellent service.
It is also a way to reinforce the company’s commitment to customer service and to create a shared understanding of what good customer service looks like.
When employees are properly trained, they are more likely to be able to handle customer inquiries efficiently and effectively and to provide a positive experience for customers.
When customers have a positive experience, they are more likely to be repeat customers and to recommend the company to others.
The frequency of customer experience trainings will vary depending on the company and its specific needs. However, most experts recommend conducting regular trainings rather than one-time events.
This is because customer service best practices are constantly evolving and employees need to be kept up to date on the latest trends.
In general, it is a good idea to conduct trainings at least once a year and more often if possible.
Who doesn’t want more customers?
There are a few strategies that businesses can use to increase their customer base. One is to focus on customer retention or keeping the customers they already have.
This can be done by providing excellent customer service, making it easy for customers to do business with the company and rewarding loyal customers.
Another strategy is to focus on customer acquisition or bringing in new customers. This can be done through advertising, promotions and other marketing efforts.
Finally, businesses can look for opportunities to expand their market by reaching new segments of customers.
You already know that market segmentation is so tied to customer satisfaction.
Everyone knows that market segmentation is the process of dividing a market into different groups of consumers who have similar needs or characteristics.
It’s important for a few reasons. First, it helps companies better understand their customers and tailor their marketing efforts to specific groups.
Second, it allows companies to target their resources more efficiently rather than trying to reach everyone with a “one-size-fits-all” approach.
Finally, it can help companies identify new market opportunities and develop new products or services that better meet the needs of specific segments.
Listening to customers is absolutely crucial for businesses! After all, customers are the lifeblood of any business and they can provide valuable insights and feedback that can help improve our products, services and the overall customer experience.
Additionally, when customers feel like they’re being heard, it can build trust and loyalty which can lead to repeat business and even word-of-mouth marketing.
So listening to customers is not only important for gathering information but also for building relationships.
There are a few reasons why businesses sometimes fail to listen to customers. One is that they may be too focused on their own goals and objectives and not enough on the needs and wants of the customer.
Additionally, businesses may not have the right systems or processes in place to collect and analyse customer feedback. Sometimes, businesses simply don’t have the resources or time to devote to listening to customers.
Whatever the reason, the effects of not listening to customers can be severe.
The consequences of not listening to customers can be significant. For one thing, businesses may miss out on valuable insights and feedback that could help them improve their products or services.
Additionally, customers who feel like they’re not being heard are more likely to be unhappy and may even switch to a competitor.
Furthermore, word-of-mouth marketing can turn negative and the company’s reputation may suffer.
Ultimately, not listening to customers can lead to a loss of revenue, market share and customer loyalty.
Customer experience will always be improved by ideas that you look for and implement. In your customer experience strategy,there is a very special section where you record the ideas to be implemented.
The ideas section is perhaps the most important part of the customer experience strategy because it is where the specific actions are defined.
Without this section, the strategy would be nothing more than a set of goals and objectives. The ideas section should be action-oriented and specific outlining exactly what will be done to improve the customer experience.
Additionally, it should be rooted in research and data ensuring that the actions taken are based on evidence and are likely to be effective.
The ideas section should also be flexible allowing for adjustments as new information becomes available.
There are a number of sources that can provide ideas for improving the customer experience. One place to start is with the company’s own customer data.
By analysing customer feedback and tracking customer behaviour, companies can identify areas where the customer experience can be improved.
In addition, looking at industry best practices and benchmarking against competitors can provide valuable insights.
Additionally, there are a number of resources available online that offer customer experience improvement ideas such as blogs and case studies.
Finally, consulting with experts in the field can provide valuable guidance on how to improve the customer experience.
It’s also important to note that friendliness is one of the most important qualities that a service provider can possess.
When customers are greeted with a smile and a warm welcome, they are more likely to have a positive experience.
In fact, research has shown that friendliness is one of the top five service qualities that customers look for.
This is because friendliness creates a sense of trust and comfort which makes customers feel at ease.
Additionally, friendly service providers are more likely to be attentive to the needs of their customers and go the extra mile to ensure customers are satisfied.
For these reasons, friendliness is truly a very important service attribute.
It’s undeniable that there is a direct link between friendliness and profitability for businesses.
In fact, a number of studies have shown that friendlier service providers generate higher profits.
One reason for this is that customers are more likely to be repeat customers when they have a positive experience.
Additionally, customers who feel valued and appreciated are more likely to recommend a business to their friends and family. This can lead to increased word-of-mouth marketing and a boost in sales.
Finally, friendly service providers are more likely to receive positive reviews online which can also lead to increased profits. In short, the more friendly a business is, the more likely it is to have more customers at present and in the future.
Clemence Mutembo is a high-impact Sales & Customer Experience trainer who has done over 500 presentations to Small,Medium and Large organizations:He may be reached on: *0778 994 994
